Insert presentation title on master slide
01 insert date on master slide

TECHNOLOGY
What’s
THE
NEW
NEXT?
TrendsSpo*ng
4th
annual
digital
predic5on
series
is
featuring
the
predic5ons
of
digital
and
marke5ng
experts
on
the
big
changes
awai5ng
us
in
the
coming
year.
Looking
at
2010
and
observing
the
trends
we’ve
seen
that
year
–
we
aim
at
figuring
out
what
will
be
new
in
2011.
THE
NEW
NEXT
ini5a5ve
is
focused
not
in
what
will
happen
in
2011
(as
most
predic5ons
you
find)
but
rather
on
the
new
trends
emerging
out
of
what
we
have
seen
earlier.
What
we
have
learned
from
working
with
different
consumer
domains
is
that
one
consumer
behavior
can
develop
into
another
behavior.
People
are
looking
for
ways
to
display
these
behaviors.
Technologies
offer
them
such
solu5ons.
Influenced
by
consumer
preferences
as
well
as
by
external
circumstances,
new
industries
are
opening
up
to
answer
consumer
needs.
We
are
interested
in
finding
out
how
such
future
developments
may
unfold
next
year.
On
the
basis
of
the
new
trends
iden5fied
we
have
updated
our
predic5on
model
(featured
on
the
last
slide).

Internet:of
Things
“ Internet of Cars will be the surprise hit
of the year. In 2011, I predict that cars (not
smart homes, smart grids, etc.) will be
Richard MacManus where the most innovation and mainstream
Founder and Editor at ReadWriteWeb. attention happens for Internet of Things
“
technologies. Apps like AutoBot will gain
traction over 2011.
The Internet
“ Computer programs that can predict the
time and place of traffic jams;“
Environmental information generated by
of cars sensors in cars and phones.
Brian David Johnson
“ In 2011 we’ll see the continued growth of the
car as a mobile device that carries you. Cars
will only get smarter, more connected,
Futurist at Intel
easier to use and just generally much more
“
awesome, as computational devices make
our days easier and our rides to work or the
supermarket more safe.

Internet:of
Things
“ Smart homes with Web-connected automation
will slip into mainstream conversation, but near-
“
field communications will still be confusing to Kevin Tofel
GigaOm
most people, due to a lack of mobile payment
standards.
Smart Homes
Screens Everywhere
“
Consumers are beginning to simply see all of The Bed
our devices as just screens. It’s not about what
device will win over all the other devices; it’s
about the device and screen that you have
want to do and where we are.
“
handy — it’s the screen that best fits what we Brian David Johnson
Futurist at Intel
The next computing environment: The bed

Internet:of
Things
“ Internet of things innovations will
generate smart notifications and alerts
systems based on information on users’
Notifications activities and whereabouts.
We will see medical innovations
Alerts
informing physicians about their clients
Accuracy in medical status. This year accuracy and
“
Real Time credibility in real time will be tested.
Dr. Taly Weiss
CEO and Head of Research
TrendsSpotting Market Research

APPS
Marketplace
“ In 2011 the AppStore and the equivalent
Windows software marketplace will
significantly change the way software is
Paul Matthews marketed and distributed. Combining the
CEO at New Zealand Computer Society ease of finding, purchasing, installing and
updating software with an across-the-
board re-calibration downwards of
software pricing, it’s inevitable that SaaS“
adoption will take a hit in 2011 as will more
Shift in distribution
traditional software distribution channels.
of software
App Stores
Klint Finley
Writer for ReadWriteEnterprise
Read Write Web “ “
By the end of 2011 almost all the big
social enterprise players will have some
sort of "app store" offering.

TABLETS
Jeremy Liew
“ Tablets tend to live in the living room. They lend
themselves more to leisure than PCs, and to
more protracted content consumption than
Lightspeed Venture Partners phones. Killer apps might include, video, music,
“
games, and “reading”, broadly defined.
disruption.
Entertainment
Focus “ At the moment, consumers' questions about
whether to buy a tablet or laptop
Tim Bajarin
Tablets to replace
Laptops?
THE IMPACT OF TABLETS could reduce the “
total amount of laptop units sold by as much as
Futuristic Analyst 10 to 12 % over the next 1 to 2 years.
“ Gartner forecasts that media tablets (such
“
as the Apple iPad) will reach 54.8 million
units in 2011.

TABLETS
“ We expect sales to more than double in 2011 to
24.1 million units.
US consumers will buy more PCs in 2015
than they do in 2010.
Growth will come from new form factors like
tablets, but laptop sales will increase steadily
also.
Tablets replace
desktops? Tablets will cannibalize netbooks, outselling
netbooks starting in 2012. In 2015, 23% of all
PCs sold to consumers in the US will be
tablets.
Sarah Rotman Epps Desktops aren’t dead. Fewer desktops will be
Consumer Product Strategy
at Forrester sold in 2015 than in 2010, but in 2015, they’ll
“
still be used by more consumers than any
other type of PC.

GAMING
PLATFORMS
“ Microsoft’s Kinect product will keep the Xbox a
leading platform and the device will continue
to be used for various interface hacks. No Kevin Tofel
GigaOm
other gaming platform will have a similar
“
peripheral that unseats the Kinect as a top-
seller.
Kinetic the leading
gaming platform
Gamification
“
Health Monitoring
In 2011, we’ll start to see the first
successful examples of game mechanics
used for health — largely around big
data streams and mobile, building off Gabe Zichermann
“
Fitbit, Nike+ GPS and other monitoring
Author, CEO at BeaME
and measurement ecosystems.

GAMING
PLATFORMS
“ Since gaming is no longer limited to
"gamers" -- traditionally younger
men -- that the opportunity in that
sector is enormous. "Gaming is
pervasive: from home consoles to
mobile phones to social networks,
“
more people are gaming around the
New target clock."
audiences
everywhere
Aaron Greenberg,
Chief of staff of Microsoft Interactive Entertainment,

Ebooks
“ Growth to rocket in 2011, thanks to a plentiful
supply of cheap eReaders and a long overdue
price war on eBooks between Amazon,
Barnes&Noble and others. I predict it will reach
“ Richard MacManus
20%, in other words one in five books in 2011 will Founder and Editor at ReadWriteWeb.
“
be sold as an eBook.
Ebooks sales will approach 20% of trade book
revenues on a monthly basis by the end of 2011 in
Price war
the US, yet ebooks will account for one third or
more of unit consumption as Ebooks (will) cost
less and early ebook adopters read more.
Agents write the next chapter of the ebook Indie author stars
revolution
Self publishing goes from option of last resort
to option of first resort among unpublished
authors - the break-out success of multiple indie
author stars will grab headlines .., 2011. As
in
Mark Coker
unpublished authors bypass the slush pile,
“
publishers lose first dibs on tomorrow's future
stars.
Founder of Smashwords

Business
Analytics
“ Simulations to predict future outcome in real-
time.
Social Analytics and Context-Aware
Computing.- 2013, more than half of Fortune
500 companies will have context-aware
computing initiatives and by 2016, one-third of
“
worldwide mobile consumer marketing will be
context-awareness-based.
Future Predictions
Social and Context
“
Aware
Next-gen BI takes shape, combining real-time
access with pervasiveness, agility, and self-service
Business rules processing and policy-based SOA
move to the mainstream: ..,
- Analytics target text and social networks,
“
- IT embraces planning and analysis tools to
manage the future

TV
VIDEO
“ Connected TV Platform Wars
Google vs. Apple vs. the dominant TV brands. These
platforms will largely be based on a similar architecture,
offering app and content publishers a common model for
creating device-oriented applications and Web
Jeremy Allaire
CEO at Brightcove experiences.
Over-The-Top TV Subscriptions will emerge, but
largely fail
TV Apps
Facebook and Twitter will become larger sources of
Social Traffic video traffic than Google search
Video Ubiquity—Every Company is a Media Company
Branded Video
Battle Over Video Delivery Standards Heats Up “
“
Liz Shannon Miller
,
Co-editor at NewTeeVee, In 2011, it seems inevitable that the notion of “viral video”
GigaOm
as a core element of the industry will fade away. Focus will
“
be on the creation of recognizable brands, producing
sustainable content that can be connected with
advertisers.

Cloud
computing
“
You will build a private cloud, and it will fail ...
Hosted private clouds will outnumber internal
clouds 3:1 - empowered employees go to public
cloud services for speed. Most enterprises aren’t
ready, but service providers will be ready in 2011
making it your fast path to private cloud.
Community clouds will arrive, due to Private Clouds
compliance.
Community Clouds
Cloud economics gets switched on. Being
cheap is good.
“ Cloud Economics
Cloud standards still won’t be here
James Staten
VP, Principal Analyst at Gartner

Cloud
computing
“ Cloud printing to become the next big thing in the
printing industry – companies will begin to realise
that the underlying theme is the mobility of the
knowledge worker and that business processes, of
Zac Butcher which the majority still involve paper somewhere
Director at InfoTrends
along the line, will need to adapt, evolve and maybe
be totally reinvented for the next computing age.
“
Cloud Printing
Cloud Slows
“
Down
The cloud will burst –cloud will show some of the
issues – latency, service levels, lack of
Clive Longbottom predictability – (this will bring to) a strong drive for
Founder of Quocirca an agreed means of standardising technical
contracts on the fly and for monitoring and
managing performance across private, and to a
lesser extent, public clouds.
“

TECHNOLOGY
TrendsSpo>ng’s
Predic@on
Model
Consumers
1. Consumers
will
view
devices
as
screens
2. Payment
confusion
3. More
people
are
gaming
Integrated
systems,
Web-­‐connected
automa5on,
NFC,
Sensors,
Tablets,
Technologies
Entertainment
Apps,
TV
Apps,
Kine5c,
Social
Analy5cs,
Context-­‐Aware
Compu5ng,
Private
and
public
clouds
Safety,
SoYware
distribu5on,
App
stores,
Living
room
entertaiment,
Strategies
Self
publishing,
Future
Predic5ons,
Branded
video,
Cloud
economics
&
speed
Industries
Traffic,
Automobile,
Architecture,
Health,
Medical,
Gaming,
eBooks,
Print
© TrendsSpotting Market Research.

• Slide
3:
Read
Write
Web,
December
2010
,
SFGate,
December
2010,
Mashable,
December
2010
• Slide
4:
GigaOm,
December
2010
• Slide
5:
TrendsSpo*ng
Market
Research
• Slide
6:
Computer
World,
January
2011,
Read
Write
Web,
December
2010
References
• Slide
7:
LightSpeed,
December
2010,
Gartner,
November
2010,
PcMag,
December
2010
• Slide
8:
Forrester
Market
Research,
June
2010,
January
2011
• Slide
9:
GigaOm,
December
2010,
Mashable,
December
2010
• Slide
10:
GigaOm,
December
2010,
AdAge,
January
2011
• Slide
11:
Read
Write
Web,
December
2010,
The
Huffington
Post,
December
2010
• Slide
12:
Gartner,
October
2010,
Forrester
Research
October2010
• Slide
13:
TechCrunch,
December
2010,
GigaOm,
December
2010
• Slide
14:
Forrester
Market
Research,
November
2010
• Slide
15:
Technobable
2.0,
December
2010
• Slide
16:
Trendsspo*ng
Predic5on
Model,
December
2010

NEW
TRENDSSPOTTING
REPORT
TREND POTTING Country
Research
Database
REPORTS
Internet
users
demographics
and
media
consump@on
Online
Informa@on
sharing
habits
Country
Online
youth
Reports
Mobile
web
Available
for
the
following
countries
For
more
informa5on
on
our
services
and
reports
please
contact
us:
Pet
Technologies
Online
Shopping
customerservice@trendsspo>ng.com
Communica@ng
Trends
&
with
pets
Predic@ons

Trendsspo>ng
Services
Trends
Iden@fica@on:
Research
and
Predic@on
Customized
Research
Our
clients
Syndicated
Reports
Recent
Clients

TrendsSpotting offers Trend consulting, Customized Trend
Research Reports & Syndicated Trend Reports, published at top
market research databases.
TrendsSpotting Research serves leading international brands.
TrendsSpotting’s insights are presented at The TrendsSpotting Blog
and quoted in the news media .
Visit us here: www.trendsspotting.com